Sober & Co raises $77.8K to scale zero-sugar mixers across India
What's the deal? Indian zero-sugar mixer brand sober & co has raised US$101.9K in an angel round led by Sunaina BhattacharyaDealroom has a profile for this one. Try Dealroom → and Anuj Dhariwal of New Ground Collective, a syndicate of seven angel investors. The round values the company at US$1.36M.
What does it make? Sober & co produces zero-sugar mixers sweetened with monk fruit. It says the products are zero-calorie and designed to avoid the aftertaste linked to some sugar substitutes.
Where's the money going? The capital is earmarked for inventory, manufacturing capacity, quick-commerce advertising, and team expansion. The company plans to enter Pune by December 2026, launch on Zepto alongside its existing Blinkit presence, and raise marketing spend in Goa over the next four months.
By the numbers: Sober & co said gross merchandise volume grew 34.8% in the first four months of FY27. On Blinkit, where it sells across 400 dark stores, sales have grown at an average 37.8% a month. Offline, it is present across 400 HoReCa and retail touchpoints in Kolkata and Goa.
What's the endgame? The company is shifting from a city-focused omnichannel approach toward a wider retail footprint. Its immediate focus stays on mixers, with adjacent categories planned later.
What they're saying: "We're not chasing every city or every channel at once," said Sharaan Kriplani, co-founder and chief executive officer. "We're building where the category is actually won — HoReCa for credibility, Blinkit for reach, and now D2C to own the customer relationship."
The signal: A small angel cheque backing a tightly focused distribution bet reflects how emerging Indian consumer brands are leaning on quick commerce for reach while using HoReCa channels to build credibility before scaling.
Read more: entrepreneur.economictimes.indiatimes.com
Image credit: Didriks
